Gifts Today catches up with Bloomingville sales director Camilla Vestertjele, in advance of the brand exhibiting at Spring Fair
Hall 7, Stand E30-6A31
Bloomingville has been trading in the UK successfully for a number of years now. How was 2023 for you?
It was a very interesting year. The first half saw us maintaining our market position, but in the second half we went back to growth – and the order book in December for our S/S24 collection broke all records! This continued into January so we believe 2024 is going to be another great year in the UK.
What factors do you attribute to this growth?
Our sales team in the UK, managed by Simon Pykett, reverted back to the old-fashioned sales approach of knocking on doors. Covid saw many Zoom calls and appointment-only visits. But as business went back to normal, so did Simon and his great team.
It’s always been important to us to make regular store visits to maintain close relationships with our customers, to know their businesses better, and help them select products which are right for them.
Tell us about your S/S24 collection.
This has been an amazing journey, which began on November 16 in Denmark at our ‘Kick-Off,’ where sales agents from all over Europe came to view the new collection. I can honestly say that as I enter my fifth year as sales director, I’ve never witnessed such a well-received collection by experienced sales agents who know their markets well.
The collection presents an enjoyable selection of Nordic and cosy interior and furniture for every home, inspired and embraced by white spaces, shapes of nature, and soft pastels.
And for the first time, we’ve manufactured one of our best-selling outdoor furniture collections to comply with UK FR rules, so Bloomingville can be enjoyed outside in the UK as well.
Simon spoke to us last year of a change to Bloomingdale’s price structure and the way you invoice in the UK. Can you expand on this?
Indeed I can. Throughout November we conducted a major price comparison exercise in-house, checking where our products sat in the market compared with similar products. Where it was clear that we needed to be more competitive, we lowered our prices – significantly in some areas.
This wasn’t just applied to the new collection. We’ve also seen many price reductions on existing best-sellers. This new price structure was warmly received by customers who now make better margins when selling our great brand.
Also, a significant change for us is that we are now registered in the UK and charge UK VAT. This takes away all of the headaches which came from Brexit, because customers can trade with us as though we are a UK business, without all those hidden charges.
Combine this with a great new collection, and a re-energised and motivated sales team, and perhaps it’s not surprising that we’re doing so well!
What’s the best way for retailers to see the new collection?
We will be exhibiting at Spring Fair where you can find us in The Summerhouse. Simon and I will be there for this important event.
In addition, we’ve seen an increase in UK retailers visiting our showroom in Denmark. Everyone is welcome and Simon will always fly over to greet customers, collecting them from the airport and driving them back again, so that we know they get home safely. Anyone wishing to receive a warm Bloomingville welcome can contact Simon.
Call: 07967 209156
Email: spy@bloomingville.com
Visit: www.bloomingville.com